Das neue Narrativ des 618-Events im Douyin Mall lässt hochwertige Angebote für sich selbst sprechen.
The resource center of the platform is shifting from "who offers the lowest price" to "who offers the best delivery".
At 9 p.m., Li Wei, a merchant who had just replenished her inventory, was sitting on the couch. Without taking time to relax, she habitually opened Douyin. She wanted to check out the latest trends - the business in the marketplace in real - life scenarios has become hot, and the captivating AI endless stream makes many people cheer excitedly.
In Li Wei's view, the direction of content is the direction of business. This has allowed Li Wei not to be worried about large - scale, routine events like the 618 in recent years.
On May 15th this year, the 618 special event for high - quality goods in the Douyin marketplace officially kicked off. Even though the battle started earlier, it's essentially not about achieving a longer time period, but about releasing value more precisely.
36Kr has learned that this year's 618 special event for high - quality goods in the Douyin marketplace has focused on the dimensions of "good products, good content, fair price, and good service". This means that merchants who offer this kind of delivery are more likely to stand out in the large - scale event.
According to the data released by the platform, the special event for high - quality goods achieved remarkable results in the initial stage - the number of merchants whose sales increased by over 100 million yuan through consumer vouchers has increased by 325% compared to last year. In stores where content and shelves are equally important, the number of merchants whose sales from search queries and short videos increased by over 10 million yuan has increased by 161% and 100% respectively compared to last year. At the same time, the number of cosmetics brands whose sales increased by over 100 million yuan has increased by 75% compared to last year, and the number of clothing brands whose sales increased by over 100 million yuan has doubled compared to last year. The orders of merchants participating in the "state subsidy" have increased significantly. The orders of air circulation fans, ice machines, and mobile phone coolers have increased by 348%, 122%, and 167% respectively compared to last year.
What these data show is the differentiated path paved by the 618 special event for high - quality goods in the Douyin marketplace for merchants: With good products, good content, fair prices, and good service as the core, business can naturally develop between real - life scenarios and shelves.
Make high - quality goods more prominent
Stylish car air fresheners, new skin - care brands that focus on ingredients, and old hair - care brands with decades - long traditions - these hidden gems that didn't reach the general public in the past have been achieving better and better results in the Douyin marketplace in recent years.
The cosmetics and skin - care brand Lingboshi is such a representative. Although the competition in the cosmetics sector has been very fierce in recent years, Lingboshi, founded in 2021, has taken a unique, research - driven path from the laboratory to the market with its technology of hyaluronic acid in all molecular weights. This has enabled Lingboshi to continuously offer competitive high - quality products.
In the Douyin marketplace, high - quality products always achieve good results. Through meticulous operation and management, Lingboshi has even achieved an increase in sales and profits in the Douyin marketplace.
More specifically, the reason lies in the fact that it has built a stable and efficient system for routine re - ordering. The number of re - ordering live - streams has expanded from one to six, and a comprehensive and scalable layout planning has been completed. Through the coordinated operation and management of the main live - streams, efficient traffic reception and meticulous operation and management of products are achieved. Finally, the precise processing of the core product, the [product name], has increased the GMV by 310% compared to last year and the overall GMV by 132%, which means the leap from sales expansion to healthy profitability.
This story of mutual engagement naturally also extends to the time of the 618 special event. In the past, the essence of large - scale events has always been the efficient adjustment of supply and demand to enable good things to find those who want to buy them more quickly. This year, the Douyin marketplace has given clearer instructions for products: High - quality goods should be made more visible and implementable.
The support measures are also clear and unambiguous - Top products participating in the direct price reduction/ instant discount event will receive more support. This will directly lead to the main categories and products with high search frequencies gaining access to platform traffic support. It should be noted that products with high search frequencies are also one of the focuses during this 618 special event. The strategy of preferentially delivering inventory goods and stocking main products and channel products on multiple channels can enable the efficient implementation of traffic and truly enable high - quality goods to achieve high sales.
At the same time, this year's 618 special event for high - quality goods in the Douyin marketplace has divided the time period into the pre - sale event phase, the successful start phase, and the peak season phase. The pre - sale event corresponds to the special time of May 20th, and gift categories receive more attention. The successful start phase is the domain of all categories. In the last peak season, special time points such as the FIFA World Cup and the Dragon Boat Festival coincide. In addition to the increase in all categories, the categories related to the FIFA World Cup and the Dragon Boat Festival should also be noted. Categories such as clothing, sports equipment, food and beverages, electronic devices, etc. naturally also receive high attention during the FIFA World Cup.
Naturally, emotional and time - bound marketing measures help high - quality goods be presented more emotionally. After the target group, scenarios, and traffic pools are identified, high - quality goods can naturally stand out.
Content marketing and search engine optimization
In business on Douyin, content is the link of all businesses and also the turning point for many brands to succeed.
The recently very popular new Chinese service brand YASTEE (hereinafter referred to as "YASTEE") is the best proof of this.
Recently, the picture of Elon Musk's son X wearing a new Chinese top and carrying a traditional Chinese tiger - head bag has become a hot - topic on social media.
YASTEE, the designer of the tiger - head bag, has become famous and experienced a sales explosion. On May 14th, the sales in her live - stream room were many times higher than normal, the similar tiger - head bag was sold out for a short time, and the single - product GMV directly reached over one million yuan.
But this is not the first time YASTEE has felt the power of content. As early as the end of 2021, when the boom of live - stream e - commerce began, YASTEE started with Douyin live - streaming. A relevant staff member of YASTEE said: "I decided that we must do this."
At that time, on the one hand, they worked on design and built the supply chain, on the other hand, they decided to focus consistently on content management. Together with the uniqueness of the product, they had good data right after the start, and the sales doubled in 2022.
After YASTEE's rise, the sales of the tiger - head bag increased rapidly in just a few hours, and the inventory was sold out on the evening of May 14th. The merchant immediately placed additional orders. The successful sale of this tiger - head bag has also stimulated the sales of other products in the store.
Another brand that takes good care of content is Kangwang. As a key brand in the field of functional hair and body care in China, Kangwang cooperates with a large number of KOLs and KOCs every month to promote its core products. The self - produced short videos are shot around the main products and mixed frequently with the materials from influencers. This can continuously improve the ROI of advertising.
Through cooperation with influencers with strong live - streaming capabilities, Kangwang achieved a GMV of over 2.1 million yuan in a 4 - hour live - stream. At the same time, Kangwang has built its own 24 - hour live - stream room to seize traffic opportunities and stabilize the foundation of daily live - stream sales. Finally, the proportion of live - stream sales in the overall store GMV has increased by 71%, which is 58% higher than last year.
After the foundation of product delivery is laid, content will be the strongest backbone for the growth of brand sales. In this year's 618 special event for high - quality goods in the Douyin marketplace, sufficient support measures and incentives will be provided for short videos and live - streams.
In live - streaming, there are two main plays: Cooperation with top influencers for the "Super Saving Team", which will receive exposure support according to the GMV growth and advertising expenditure and aims for top - notch performance; on the other hand, industry influencers and merchants focus on industry - specific live - streams and create special content in combination with time points such as May 20th, the FIFA World Cup, and the Dragon Boat Festival. The platform will also give traffic incentives.
Short videos are divided into two categories. One category is short videos with product attachments, which directly stimulate product sales and enable users to place orders directly after watching. The other category is short videos for live - stream pre - heating, which can efficiently pre - heat the live - stream and generate traffic to further stimulate the live - stream. Short videos with product attachments are more oriented towards direct sales, while short videos for live - stream pre - heating are more aimed at pre - heating and traffic expansion. Both will be supported in different dimensions. However, it should be noted that this is a combined approach. The combination of the two plays can more comprehensively cover the short - video operation chain during the large - scale event.
In addition, the Douyin marketplace encourages merchants to actively use tools such as AIGC in content creation this year to more efficiently produce more high - quality video materials.
The Douyin marketplace has also prepared the "search term education program after watching": When users are interested through short videos and directly search for the search terms you set, they can directly jump into the marketplace and place an order. This solves the problem that worries many platforms - people just leave after being influenced. Now, influencing and implementation are all completed on Douyin, and the churn rate is much lower. This also shows that merchants can capture the traffic of the large - scale event with content and even convert it into long - term customers of the store.
Fair price and good service as a catalyst for sustainable business
In addition to product delivery and content delivery, price and service are the most important calibration indicators during the large - scale event.
When high - quality goods naturally reach the hands of consumers, price and service will be the key catalyst to retain consumers.
The first trump card played by the Douyin marketplace is the 618 consumer vouchers financed by the platform. Remarkably, these vouchers... (The text seems to be incomplete here)